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Running a workshop is an easy and effective way of getting Return-on-Ideas onto everyone’s agenda. To facilitate this discussion, we have developed a highly focused workshop process, using checklists from the Return on Ideas report, to ensure that time is used productively, and all the key issues are covered. Such workshops:

  • ensure that everyone understands what’s required
  • identify the main improvements that can be achieved
  • motivate people to make efficiency improvements in their areas
  • assign responsibility for those improvements
  • define targets and timescales for improvement


Provided that proper preparations are done, these objectives can be achieved in a one day workshop. It is directed by Robert Shaw, Professor of Marketing Metrics at Cass Business School, supported by a consultant. Clients often find this an intense but very enlightening experience that clarifies the path forward.

Workshop benefits

  • Fast track implementation versus do-it-yourself, leapfrog the hurdles, compress the implementation time.
  • Unlimited copies of the document for anyone who cares to brief themselves before the workshop
  • Free – once a month teleconference meeting to discuss issues, for 3 months after your workshop.
  • Builds understanding/application of the best practice checklists of infinity model – Master Checklist one
  • Explains the need for key player engagement and method to achieve it – Master Checklist two, the key players: questions to consider
  • Builds understanding, appreciation, embracement of 4 key conditions for success in implementing the infinity model – Master Checklist three, conditions for success; points to consider
  • Builds an implementation framework for a smooth journey of change – 5 key steps

Prior to the Workshop

  • Admin: clearance (NDAs), location (usually onsite at client is best)
  • Content: provide in advance a checklist of client information requirements
  • Who should attend – this is vital prep work in order to motivate people to want to attend

Day of the Workshop

To ensure the effectiveness of this analysis, it is best to have the people involved in planning and evaluating marketing decisions available most of the day. The day focuses on the above benefits.

Adapting the Workshop for Agencies – examples:

  • Winning pitches that require metrics & measurement.
  • PBR – client asks ‘how will you measure your performance’. Can ‘return on ideas’ improve / enhance PBR discussion versus performance improvement
  • Campaign ROI: taking a campaign and putting it through the formula.
  • Briefing: what commercially pertinent questions to ask the client
  • Agency MD asks reports to be briefed (e.g. keeping ahead / up to speed on clients cpd opportunities.

Standard Next Steps: these tend to fall into three categories.

  • Quick wins: opportunities identified in the workshop are deemed to be sufficiently feasible and beneficial that no further assistance is needed.
  • Case for change: potential opportunities are assessed to be substantial but, to make the case for change, more detailed evidence is needed.
  • Return-on-Ideas projects: opportunities identified in the workshop require further analysis (e.g. econometrics, optimisation models) and negotiations with key stakeholders to ensure that the benefits are fully delivered

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